Many of us have joked about someone having “selective hearing.” Usually, it involves a significant other ignoring us when we tell them about our day, or a child blocking us out when we ask them to clean their room.
How many times have you had this conversation?
“You’re not listening.”
“I was too!”
“Then what did I say?”
*Stares blankly*
We make light of it, but the truth is not feeling heard can be pretty frustrating. In a nonprofit organization, this might look like donors feeling disconnected, volunteers unsure of their role, or programs and services missing their mark because they were created without input from the communities they serve.
Just like in any personal relationship, effective communication is key to building trust. Listening to your stakeholders helps you allocate resources to your best ability, create effective programs, and capture more opportunities to deepen relationships and support.
So, how can your nonprofit ensure it is truly listening?
Listen to Your Community, Not Just to Respond
Listening in and of itself isn’t difficult. According to Psychology Today, being a good listener simply means being respectful, talking less than you listen, and keeping an open mind. This applies not only in personal relationships but also in the way nonprofits engage with those who matter most.
- According to Harvard Business Review, good listeners:
- Ask questions to show they value the speaker’s perspective.
- Make conversations a positive and open experience.
- Avoid using listening time as an opportunity to prepare their next response.
- Offer constructive feedback rather than just reacting.
Nonprofits can take these same principles and apply them when interacting with beneficiaries, donors, and volunteers.
Listening Leads to More Effective Action
With active listening, you can tailor your efforts to meet real needs, not just perceived ones. Imagine investing your time in something you believe will be impactful, only to find that the community actually needs something else entirely. Proactive listening helps you get it right the first time, reducing wasted time and resources.
For example, let’s say your nonprofit is considering launching a monthly newsletter for donors. Before committing, take the time to ask:
- Do donors prefer email, direct mail, or social media updates?
- What type of information do they find most valuable?
- How often do they want to hear from you?
By listening to their responses, you may find that donors prefer short, impactful updates rather than lengthy newsletters, allowing you to adjust accordingly and improve engagement.
Ways to Actively Listen to Your Stakeholders
It’s easy to assume you know what your community needs, but assumptions can lead to missed opportunities. Instead, actively seek input from your people.
Here are a few ways to do that:
- Surveys and Feedback Forms: Regularly ask your audience for their opinions on programs, services, and communication preferences.
- One-on-One Conversations: Engage in direct conversations with beneficiaries, major donors, and volunteers to hear their thoughts and concerns.
- Suggestion Boxes: Provide anonymous ways for people to share their ideas and feedback.
- Analyze Frequently Asked Questions: Pay attention to recurring questions from those interacting with your nonprofit—they often highlight gaps in communication or services.
- Adapt Communication Channels: Are your donors reading your emails? Do volunteers prefer texting over phone calls? Meeting people where they are increases engagement.
Building Trust Through Listening
When people feel heard, they feel valued. Whether it’s a program participant, a dedicated volunteer, or a long-time donor, taking the time to listen fosters stronger connections and deeper trust. It signals that their voices matter and that your nonprofit is truly invested in them.
Your nonprofit exists to make an impact, and that impact grows even stronger when you align your actions with needs and expectations. By embracing the art of active listening, your organization can create meaningful relationships, develop strong programs, and ultimately, drive change.
So, before making your next big decision, take a moment to simply listen. You might be surprised at what you learn!
